AddWash is an innovative feature in a range of Samsung front-load washing machines. It enables users to add articles of clothing mid-cycle via a secondary door within the main one - a convenient advantage that, until now, has been limited to top-load washers.
Based on a seemingly simple insight gleaned from customer research, the design team at Samsung Consumer Insight Group successfully exploited a common customer pain-point that has long been overlooked. The result is a product feature that has effectively engendered a new category in washing machines that has the potential to sway buyers towards front-load washers. In addition to the advantage of using less water while providing superior wash quality, from a commercial perspective, this design innovation will result in better margins for Samsung, proving, once again, the aphorism that good design is good business.
This is an exemplary case of how insights generated from an astute observation of Southeast Asian domestic habits were used to create an innovation that has global application and commercial relevance.
Vice President Marketing
Samsung Asia Pte Ltd
The product is a world's first in terms of innovation and design. Its design is based on deep consumer insights gathered from across all of Samsung's Southeast Asian markets. Clearly differentiated with a unique selling point, the product has been very well-received in South Korea since its launch last December.
The AddWash is nominated for Design of the Year because it offers a unique design and innovation that enhances the user experience in front-load washers. It is a synthesis of in-depth consumer insights in Southeast Asia and globally, intuitive ergonomics, and thoughtful design that streamlines the assembly and manufacturing process.
AddWash also addresses the desire among regional Southeast Asian consumers to interact with the laundry process, as well as the broader global frustration with front-loading washing machines. By having a second door that can be opened during the washing process, the consumer can intervene at any time to add fabric conditioner or extra cleaning agents, as well as overlooked items of laundry. The design includes a child safety feature, which prevents the drum from rotating whenever the door is opened.